McDonald’s Australia launched its very first plant-based burger, the McVeggie, to the Australian market in 2020.
With Macca’s known for its favourites, and in particular the beef menu, Mango needed to deliver hype at scale to ensure the new burger was embraced by carnivores, herbivores and omnivores alike.
We knew the toughest critics would be the existing fans. So we designed a communications strategy that boosted the taste credentials for the new vegetable-based menu item by inviting our (media) McAdvocates to be the first to try the newest menu addition.
A big ask for some key advocates who typically chose a Cheeseburger or Big Mac.
The media relations campaign kicked off by targeting a raft of celebrities, producers and editors to review the McVeggie. Using these reviews as a springboard, the communications then broadened to speak to all kinds of Macca’s fans - if these guys loved it, you will too.
And they did, with hundreds of media hits in TV, radio, print and online across the country.